Ad Position refers to where exactly your ad shows up in the search results. Generally speaking, in Google there are usually three ads above the organic results, (ad positions 1-3), and then 6 ads or so … Read More
Lesson #11: Use Keywords Your Users Understand
Campaign Structure
You may have a niche site, and it’s fine to have one, but even if you do, be sure to use keywords your users understand. If your audience doesn’t know the vocabulary, isn’t searching for … Read More
Lesson #10: Don’t Autobid
Campaign Structure
Google has several automated bidding options, in which an advertiser can chose to allow AdWords to automatically choose keyword bids in order to maximize clicks or conversions. However, it is advisable not to use autobid, … Read More
Background: What It Means To Bid
Background
Google AdWords, MSN, and Facebook all operate on the same principle: they all take advantage of an auction system.
While the amount you bid per click is the maximum amount you are willing to pay, 95% … Read More
Lesson #9: 90% Of The Time, Advertisers Pay Less Than Their Maximum Bid Per Click
Campaign Structure
A bid is the most an advertiser is willing to pay for a click on an ad for a particular search term or on a particular site. 90% of the time, an advertiser will NOT … Read More
Digital Marketing Terms Cheat Sheet
Uncategorized
There are a few basic abbreviations that everyone involved in digital marketing should know. Even if you do not run a digital marketing campaign yourself, it is still important to understand this terminology so that … Read More
Background: Networks: The Wide World of Facebook
Background, Networks
Facebook is not a search network. Unlike Google and MSN, it does not have a search component, nor does it have a network of sites on which it shows its ads (content network). Rather, Facebook only … Read More
Running Ads on the Yahoo Network
Uncategorized
When it comes to cost-per-click (CPC) display advertising, the two main display networks are the Google Display Network (GDN) and the Yahoo Display Network. When we discussed the two main search networks, Google & MSN, … Read More
Background: Search Networks: Google & MSN
Background, Networks
The two biggest search networks are Google and Microsoft Bing (MSN). There used to be a third big search network, Yahoo, but in 2010, Yahoo and MSN combined their networks, and now, advertising through MSN … Read More
